Though most gaming enthusiasts received the announcement of the streaming game service known as OnLive with raw, unmitigated zeal, Take-Two chairman Strauss Zelnick isn't convinced of the platform's revolutionary properties. According to GamesIndustry, Zelnick explained during the UBS Global Media and Communications Conference in New York City, that, if successful, OnLive would "meaningfully and beneficially transform the economics of our business." However, he later added that the digital distribution-centric system "doesn't really speak to our business model."

Zelnick noted the benefits in not having to worry about costs associated with production and distribution, but explained that "the bulk of our business is packaged goods because initial releases are for the console business." He later claimed that OnLive's bold distribution model "probably won't be a sea change in our business." Shortly after that, he did 1,000 sit-ups, and then arm wrestled everyone in the audience simultaneously. Needless to say, he won.